afaqs!

FedEx creative business up for pitch

By Biprorshee Das , afaqs!, Mumbai | In Advertising | June 29, 2011
Dentsu Creative Impact is the incumbent agency on the account; the business size is estimated to be around Rs 15 crore.

Logistics services company FedEx is on the lookout for a creative partner and has called for a pitch. The incumbent agency on the account is Dentsu Creative Impact that has been handling the business for over four years.

While an official comment was not available at the time of filing the report, senior sources in the industry have confirmed the development to afaqs!. The pitch process is scheduled to begin shortly, with several leading agencies vying for the account. The business will be handled out of Mumbai.

Sources peg the account size to be around Rs 15 crore.

Brand experts see the category to have been dormant in the country and devoid of much action in recent times, barring the occasional campaigns by brands in the space, such as FedEx, UPS and DHL. Some are also of the view that the brands have steered away from large scale mass communication, and clients have relied more on direct marketing. The occasional brand campaigns in mass media are seen as those done to keep the brand top-of-mind.

The preferred media mix of FedEx has been print, television and outdoor, and it remains to be seen what the communication path ahead will be for the international logistics major in the country.

The US-based FedEx provides customers and businesses worldwide with a broad portfolio of transportation, e-commerce and business services. With annual revenues of $39 billion, the company offers integrated business applications through operating companies competing collectively and managed collaboratively, under the FedEx brand.

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